Senior DTC Growth & Optimization Manager

ADM; Greater London; On-site; GBP 55,000 - 80,000; Full time

Job summary

ADM is seeking a data-driven ecommerce professional to lead direct-to-consumer growth across our Bio-Kult and Protexin brands. You will own Shopify-based platforms, drive promotions, and coordinate cross-functional activities to optimise the customer journey and conversions.

You will use GA4 analytics and Klaviyo to strengthen retention, subscriptions, and lifetime value, while collaborating with marketing, supply chain, and finance to align stock, budgets, and performance marketing strategies.

Qualifications

• 3–5+ years in ecommerce / DTC roles.
• Proven track record delivering sales plans and profit.
• Growing direct-to-consumer websites and customer bases.
• Hands-on Shopify experience essential; Klaviyo preferred.
• Experience with subscription models and retention marketing beneficial.

Responsibilities

• Own day-to-day management of DTC platforms (Shopify), ensuring accuracy of product, pricing, content and promotions.
• Deliver promotional calendar execution across website, email and coordinating with Media managers to execute the overall consumer plan.
• Collaborate with Supply Chain, Customer Service and Finance to align stock availability, fulfilment, forecasting and promotional activity.
• Manage merchandising, product launches and site content updates to maximise on-site sales performance.
• Partner with the SEO, Media and Brand teams to ensure organic and paid strategies work together to grow qualified traffic and new customer acquisition.
• Implement a structured A/B and multivariate testing programme across creatives, audiences, landing pages and on-site experiences, building a documented test-and-learn roadmap.
• Working with Website manager to use behavioural analytics (GA4, heatmapping, session recording) to identify friction points and prioritise optimisation opportunities.
• Drive growth of the subscription programme, improving subscriber acquisition, reducing churn and increasing subscriber lifetime value.
• Own retention and CRM activity, developing segmented email and lifecycle marketing flows (welcome, replenishment, win-back, loyalty) to maximise repeat purchase rates.
• Develop and track customer lifetime value (CLV) models, using insight to inform acquisition spend, retention investment and promotional strategy.
• Work cross-functionally with Digital, SEO, Brand, CRM and Commercial teams to ensure the DTC channel supports wider brand and business objectives.

Skills

Shopify

Klaviyo

GA4

PPC

CRO

Data analysis

Teamwork

Tools

Shopify

Klaviyo

GA4

Google Ads

Meta Ads

Job description

ADM is seeking a data-driven ecommerce professional to lead direct-to-consumer growth across our Bio-Kult and Protexin brands. You will own Shopify-based platforms, drive promotions, and coordinate cross-functional activities to optimise the customer journey and conversions.

You will use GA4 analytics and Klaviyo to strengthen retention, subscriptions, and lifetime value, while collaborating with marketing, supply chain, and finance to align stock, budgets, and performance marketing strategies.